At present, in the process of industrial product marketing, many people think that it is eating and drinking marketing, that is, relationship marketing, that is, “purchasing personnel†who wins and corrodes customers, and conducts gray transactions to satisfy their eating, taking, card, and even Sales personnel should actively explore and carry out the investment, product technology and brand are not more important, the key is to get the key people, the establishment of good customer relations is more critical, which has become the "dive" in the marketing process of industrial products companies rule". "Relationship marketing" can be popular among some industrial products enterprises. The more fundamental is the soil for its reproduction. This whole set of bribery and bribery systems can be operated, and there must be deep-seated reasons for its existence.
For some enterprises: First of all, in the increasingly fierce market competition, in order to quickly increase sales in the short term, improve sales performance without any means; secondly, perhaps companies are not willing to do this, but "everyone" is here. To do, since it is a hidden rule in the industry, it has to comply; again, the original accumulation of mentality. Some enterprises think that they will stop when they finish this battle. After the market expands and their performance improves, they will not take the “wild roadâ€. It is not too late to “benefitâ€. Fourth, the quality of sales personnel of some enterprises needs to be improved. In addition to the "relationship", there is not much knowledge about real marketing; later, some dealers believe that short-term interests are more important: anyway, a hammer sale, earning a sum, a business What is the brand building and what do I do? Therefore, relationship marketing will be popular and will be swayed. Of course, in China's current reality, relationship marketing is also very important, but long-term development will have big problems.
At present, in the industry, it is very popular to eat and drink, and there will be a comparison. In our experience, we communicated with the sales personnel of industrial products companies and found that the marketing concept of sales personnel of many enterprises still stays at the level of “eat and drink†marketing. China’s old “rich Chinese characteristics†marketing method is in the industrial products industry. Sales people are still prevalent.
Now that the sales process has been formed, there must be food and drink. If you don't ask, the customer will ask for it. Sometimes, eating and drinking can't solve the problem, but the appetite is getting bigger and bigger. Karaoke, sauna, bar, red building, etc. are also normal. This has led to an increase in corporate marketing costs and has fostered customer dependence. This kind of relationship marketing has produced very good results for enterprises and even the marketing of various industries in the country for a period of time. However, with the intensification of competition and the constant change of business concepts, the role of relationship marketing in actual sales is gradually weakened. Relationship marketing can be adopted, but it can never be the mainstream of market development and maintenance.
And once this relationship marketing is not well controlled, it will cause great harm to the enterprise. Relationship marketing will form a relationship between sales staff and agents. Even some of the sales staff of the company form a private alliance with the merchants to jointly damage the interests of the production enterprises. Eating and drinking is just one aspect of building customer relationships. What really matters is how to build a good sense of trust with customers, let customers feel at ease, give customers hope, and give them personal careers. Therefore, it is not always possible to eat and drink. Building trust is important. of.
Stand Fan Industrial Fan Co., Ltd. , http://www.nsfans.com